I know it's awful on all kinds of levels, but when I was a kid going to McDonalds was a huge treat, especially when done in the company of my favorite aunt and uncle. Spending kindergarten through third grade in Pullman, where they had no McDonalds, made it an even more desireable treat when we visited them.
My taste for it has been diminishing over the past few months as I've made some lifestyle changes. . . but it's still something I enjoy far too much.